For those who really want to get much deeper into the essence of branding, this is a masterful book.
Neil Gains provides a uniquely insightful, step by step approach to really effective branding.
Brand esSense should be mandatory reading for marketers and brand owners.
At last someone has woven together all of the pieces of the puzzle on the very hot and timely topic of integrating the senses into Brands. In his book Brand esSense, Neil opens up the world of sensory, storytelling, symbols and archetypes with scientific endorsement, revealing key insights behind many renowned case studies of brand success and failure. Brand esSense delivers a practical 'how to' guide for developing and engaging the senses into your brand - regardless of whether it is a consumer, business to business or experience brand.
This book will be a resource you will find yourself referring to again and again.
Neil Gains has succeeded in beautifully pulling together an astonishing number of strings that span different disciplines.
Admirably syncretising sensory research with the more established consumer research practices, he ends up with a fascinating new paradigm on Brand research and eventually Brand Management.
His style is witty and light and will give the reader the pleasure of having much of what is needed at hand in order to provide a checkpoint for their own Brand esSense, and eventually allow them to start experimenting on how to write their Brand's next chapter.
Brand esSense is a great read for any researcher who wants to wants to understand the role of the senses and emotions in human behaviour.
It takes the reader on a journey from the way we experience the world through to the fundamentals of human motivation, providing clear and detailed overviews of sensory research, semiotics and the role of emotions and archetypes in shaping decision making. Neil is a leading global authority on sensory research and this is recommended reading for anyone who wants to better understand the relationship between buyer behaviour and brand experience.
Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing.
Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.
"Sobre este título" puede pertenecer a otra edición de este libro.
Gastos de envío:
EUR 3,74
A Estados Unidos de America
Descripción Paperback. Condición: new. New. Fast Shipping and good customer service. Nº de ref. del artículo: Holz_New_0749470011
Descripción Paperback. Condición: new. New. Nº de ref. del artículo: Wizard0749470011
Descripción Paperback. Condición: new. New Copy. Customer Service Guaranteed. Nº de ref. del artículo: think0749470011
Descripción Condición: new. Nº de ref. del artículo: FrontCover0749470011
Descripción Condición: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Nº de ref. del artículo: ria9780749470012_lsuk